Gap delivers Easy American Style to the Rome fashionistas
Gap opened only their second Italian store in Rome in the summer of 2011. Convincing consumers that Gap should be the first place to go for easy American style, such as denims and relaxed shirts, was not going to be easy. By being at the heart of Italian Vogue’s Fashion Night Out, they announced themselves to the heart of the fashion community.
Fashion Night Out is a celebration of clothes and great times. Italians take their style very seriously, so making the right impression whilst being part of the party was very important. We decided to create an exclusive gig in the Gap store itself, featuring smooth-voiced Aloe Blacc, who had recently reached No.2 in the Italian chart.
Aloe performed twice throughout the evening, creating an amazing spectacle and a real highlight of the whole Night Out. VIPs were treated to exclusive access to Aloe, and he provided content for press interviews and features which was picked up by a number of influential print and online platforms. However, it was the content captured by people who were lucky enough to see him perform that reached the most people, with 8 unofficial YouTube videos being posted within 48hrs of the gig. Of course, we knew this would happen, and is the reason we kept light-levels high to work with people’s smartphone cameras.
Aloe: easy style.
